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Determinants of Customer Loyalty Toward Internet Service Providers in Albania

In: Advances in Quantitative Economic Research

Author

Listed:
  • Alma Braimllari (Spaho)

    (University of Tirana)

  • Sauda Nerjaku

    (University of Tirana)

Abstract

The Internet has brought significant changes to individuals’ lifestyles and many aspects of society and also has an impact on economic development. Diffusion and usage of the Internet vary greatly according to the social and economic conditions of the country. During the last years, the number of subscribers of fixed broadband Internet access services has been increased for all main operators in Albania. The purpose of this study was to identify the determinants of customer loyalty to Internet service providers in Albania. The target population of this study consisted of individuals who have a fixed broadband Internet connection at their home. Data of 235 respondents were analyzed using logistic regression analysis. The results of binary logistic regression analysis indicated that network quality, price perception, and perceived value were statistically significant and positively related to customer loyalty, whereas the employment status of the respondent was statistically significant and negatively related to customer loyalty toward the Internet service provider. The findings of this study provide useful information for managers of Internet service providers to design the promotions strategies and to offer loyalty programs for building enduring loyalty with consumers.

Suggested Citation

  • Alma Braimllari (Spaho) & Sauda Nerjaku, 2022. "Determinants of Customer Loyalty Toward Internet Service Providers in Albania," Springer Proceedings in Business and Economics, in: Nicholas Tsounis & Aspasia Vlachvei (ed.), Advances in Quantitative Economic Research, chapter 0, pages 465-475, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-98179-2_32
    DOI: 10.1007/978-3-030-98179-2_32
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